Today feels like a checkpoint.
Looking back at where Turtlewoods started, it was always about being cozy, but ambitious — not just in the clothes, but in the world we are building. The 'Solace' Collection is proof of this. I feel like I have finally found the courage and resources to bring together everything I have been talking about for the past few years.
Community. Storytelling. Comfort. Ambition.
The idea of Solace came from a question I always ask myself: when someone wears Turtlewoods, how should they feel? My answer was never just one word, it was always a feeling. And you know what they say, home is a feeling. So, I guess that answers that — I want people to feel at home when they are wearing Turtlewoods.
This rebrand isn’t just new logos, photos, or clothes — it’s a commitment to the world we want to share. Turtlewoods has grown into more than a brand. It’s become a journal of its own. This series, Daily Docs, is our way of letting you in on the process. Sometimes it’ll be a video, sometimes just words and images. Either way, I want to document everything.
Here’s to this next chapter. Here’s to Solace.
— Jake
